Social networking site LinkedIn to shut down its Events app

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As of 26 November 2012, business-focussed social networking site LinkedIn is ceasing to run its LinkedIn Events application.

Used as a vital marketing element for many business-to-business event organisers and as a revenue generator, the LinkedIn Events app allows organisers to highlight upcoming conferences, networking events and exhibitions and share these details with potential delegates and sponsors via the social networking site. It allows organisers to invite delegates to add the event details to their profile and then promote and share the event details with their network.

Event industry heavyweight and MD of Velvet Chainsaw Consulting, Dave Lutz, first highlighted the announcement, which has been posted to LinkedIn’s Help page. It states: “LinkedIn will be shutting off the LinkedIn Events application effective 26 November 2012.

“At LinkedIn, we want to provide a simple and efficient experience for all members. So from time to time, we take a look at our set of features to evaluate how they’re being used by our members. Part of this process sometimes means we decide to eliminate a feature, so we can better invest our development resources in building more great LinkedIn products for members like you.”

It adds: “There are still many ways to spread the word about upcoming events. You can always share links about events from your homepage, or in relevant groups.”

Julius Solaris noted in his blog on eventmanagerblog.com: “In previous conversations with large event planning firms, I gathered that LinkedIn Events was one of the most adopted social media tactics (for some a whole strategy) in the sector. It is easy to see how this news will blow out the strategy of those who put all eggs in one basket.

“Unfortunately LinkedIn let go a pretty unique service due to the audience it managed to captivate. In fact publishing a high profile conference on Facebook or Google+ may make it look like a sweet sixteen party. The cited platforms do not offer a business events solution and are quite focused on pictures rather than offering proper event marketing tools,” he added.

LinkedIn does offer third-party applications which offer a similar service but it might mean a bit more hunting by organisers to find an effective alternative.